Starbucks applies for stadium naming rights in the US

Application with the US trademark office could lay the ground for the Seattle-based coffee chain to join other major US companies in naming sports stadiums

Starbucks' application to the US Patent and Trademark Office could open the door for the coffee chain to sponsor a stadium name | Photo credit: Hamza Inayat

Starbucks Coffee Company has filed an application with the US Patent and Trademark Office for the right to use its name on a sports stadium or training facility. According to a Reuters report, the application was made on 2 June 2021, with Starbucks seeking to use is brand name in ‘providing stadium and training facilities for sports and entertainment activities’ and ‘promoting business, sports and entertainment events of others’.
If approved, Starbucks would join other major US firms, such as AT&T, Bank of America, FedEx, and Target, which have all been involved with naming professional sports deals. Notably, in June 2020 e-commerce giant Amazon signed a reported $400m deal to buy the naming rights for the now-dubbed Climate Pledge Arena in Seattle, USA.

The US Patent and Trademark Office is planning to assign a lawyer to review Starbucks’ application in September 2021.

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